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Marketing Metrics: The Manager's Guide to Measuring Marketing Performance,Used
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Now updated with new techniques and even more practical insights, this is the definitive guide to todays most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Managers Guide to Measuring Marketing Performance, Third Edition now contains: Important new coverage of intangible assets A rigorous and practical discussion of quantifying the value of information More detail on measuring brand equity A complete separate chapter on web, SEM, mobile, and digital metrics Practical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing metrics An uptodate survey of free metrics available from Google and elsewhere Expanded coverage of methodologies for quantifying marketing ROIThe authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and triangulate to optimal solutions. Youll discover highvalue metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors power; margins and pricing; products and portfolios; customer profitability; sales forces, channels, and more.For each metric, the authors present realworld pros, cons, and tradeoffs and help you understand what the numbers really mean. Last but not least, they show you how to build comprehensive models to support planning and optimize every marketing decision you make.
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This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.
For more information, please visit www.P65Warnings.ca.gov.
- Q: How many pages does this book have? A: This book contains four hundred sixty-four pages. It provides in-depth insights into marketing metrics and performance.
- Q: What is the binding type of this book? A: The binding type is hardcover. This ensures durability and a professional appearance for your bookshelf.
- Q: What are the dimensions of this book? A: The dimensions are seven point three six inches in length, one point three five inches in width, and nine point four five inches in height. These dimensions make it easy to handle and store.
- Q: Who is the author of this book? A: The author is Paul Farris. He is a recognized expert in marketing metrics and performance evaluation.
- Q: What category does this book fall under? A: This book falls under the category of Research. It is designed for marketing professionals and researchers.
- Q: How should I use this book? A: You can use this book as a comprehensive guide to measuring marketing performance. It provides practical examples and frameworks for applying metrics effectively.
- Q: Is this book suitable for beginners in marketing? A: Yes, this book is suitable for beginners. It explains complex concepts in a straightforward manner, making it accessible to those new to marketing.
- Q: Can I use this book for advanced marketing strategies? A: Yes, this book is also valuable for advanced marketing strategies. It offers insights into sophisticated techniques and methodologies.
- Q: What topics are covered in this book? A: The book covers topics such as measuring brand equity, marketing ROI, and digital metrics. Each section is detailed and practical.
- Q: How do I keep this book in good condition? A: Keep this book in a dry, cool place to avoid damage. Avoid exposure to direct sunlight and handle it with clean hands to maintain its condition.
- Q: Is there a warranty for this book? A: No, there is typically no warranty for books. However, you can check with the retailer for their return policy.
- Q: What if the book arrives damaged? A: If the book arrives damaged, contact the retailer immediately for a replacement or refund. Most retailers have a satisfaction guarantee.
- Q: How do I choose the right metrics for my marketing strategy? A: You can choose the right metrics by reviewing the frameworks provided in the book. It guides you through selecting metrics based on specific marketing challenges.
- Q: Are there any online resources related to this book? A: Yes, the authors may provide additional resources online. It's advisable to check the publisher's website for supplementary materials.
- Q: Does this book include case studies? A: Yes, the book includes real-world case studies. These examples illustrate how to apply metrics in various marketing scenarios.